Sydney. September 30th 2025: Carma has appointed Fourteen10 to lead its media strategy, planning and buying, with a mandate to build brand salience and trust while tightening the link to performance across both Buy from Carma and Sell-to Carma offerings.
Following a competitive process, Fourteen10 was selected for its marketing-science approach and proven ability to connect “Create Demand” and “Capture Demand” into a single, decision-driving operating system, with its experimentation led approach to marketing tailored to Carma’s stage of growth.
“Selling and buying a car is an important decision for Aussies, often it is the second biggest purchase after buying a home. We chose Fourteen10 for their marketing-science rigour and ability to join brand building with performance in one operating system. Their plan helps us earn attention efficiently now, spike fame at key moments, and tighten the path from first impression to valuation and sale so more Australians experience Carma’s quality, convenience and confidence,” said Emily Meier-Murren, Director of Marketing, Carma
A near-term focus will be to amplify Carma’s 5-star customer experience, driving awareness and consideration of Carma across a diverse set of ATL touchpoints.
“Carma’s category is noisy and attention is scarce, so our job is to earn more attention per dollar, faster,” said Cameron Roberts, Director at Fourteen10. “We’ll be running a dynamic, full-funnel plan that reaches future customers and keeps capture airtight and then rebalance with discipline as experimentation leads us to better capital allocation.”
This appointment follows Fourteen10’s recent engagement with Stake to advance acquisition through operating models that merge brand and performance, a hallmark of the agency’s scaled-expertise approach.
About Fourteen10
Fourteen10 is an independent media agency founded by Duncan Allan and Cameron Roberts. With a core focus on marketing science and experimentation, Fourteen10 helps growth-oriented brands overcome their most critical advertising challenges. The agency collaborates with companies poised to disrupt their markets, leveraging technology to automate routine tasks and free teams to focus on higher-value work.
About Carma
Carma is transforming the way Australians buy and sell pre-owned cars. Headquartered in Sydney, Carma is a fully digital platform that delivers a simpler, smarter and more transparent experience. With an extensive range of quality vehicles, every car is rigorously inspected and reconditioned, verified by the NRMA, who have named Carma their Preferred Used Car Dealership.
Customers can buy online and checkout in under 10 minutes with fixed pricing, integrated finance, warranties, and a 7-day return policy. Selling is just as seamless: customers receive a fast, data-driven offer and instant payment. It’s a safer, smarter alternative to private sales, without the hassle or risk. Visit carma.com.au to learn more.
